Monday, February 27th, 2017 | 6 min read
When you own a business with brick and mortar outposts, Location Intelligence can help you find out how people really feel about your store.
With the technology, you can tap into social media and collect tweets, posts, and reviews about your business. The data is then assigned to the appropriate location and broken down into key themes, attributes, categories, and sentiments.
This allows you to look across different geographies and locations to understand the nuanced differences in customer perception of your business to figure out what they like (or don’t like) about different locations.
Here are four steps to unlock the potential of Location Intelligence and fully understand your guests’ brick-and-mortar experience.
Gathering data isn’t enough; to get the most out of Location Intelligence, you have to offer stakeholders quick access to multiple aggregations of that information. Thus, it’s essential to create multiple hierarchies with powerful, customized filters that allow you to sort data in various ways to glean the insights you need. This enables you to get a well-rounded view of your business, from overarching trends to more granular data.
What type of business situation would benefit from a custom dashboard? Here’s an example: The northwest region of a company wants to understand why they aren’t hitting their revenue targets, so they create a dashboard to include only properties in that designated area.
This enables the company to examine the negative attributes and subjects guests were talking about in that area to gauge the intensity of the sentiment. The team can monitor customer experience in just that region and conclude accordingly whether something was negatively affecting customer experience to then affect loss of revenue.
Make it easier for your stakeholders to dive into the data by prioritizing the categories that are most important to them. You can do so with role-based filtering, which allows stakeholders to access data that is most applicable to their jobs.
Location-level managers may have little control over pricing and value, so they don’t need access to that data. They do, however, control areas like service quality and personnel, so tapping into filtered results allows them to focus on the correct areas for improvement. This type of role-based focus saves time (and, as a result, money).
It also segments responsibility while allowing the entire organization to have context as to who is working on what, and what needs to be improved.
When you’re new to Location Intelligence data analysis, out-of-the-box reporting dashboards are a great place to begin monitoring comprehensive, impactful metrics. But to get a truly personalized, meaningful view of your company’s data, try creating custom dashboards.
Use the filters that are most relevant to you so that you have fast access to the most critical information without having to filter data every time. Create and share regional dashboards with your GMs, or focus on a specific campaign, demographic audience, or brand without having to reapply a common set of filters each time.
When you’re monitoring customer experience for hundreds of properties, this saves hours of manual work creating, understanding, and sharing reports.
Customization allows companies to have pre-made, repeatable, and templatized dashboards to better communicate effectively across functions, save time, and adjust strategy more rapidly as they monitor. (Bonus: Unlike other analytics solutions, Sprinklr doesn’t charge you more money for more dashboards.)
Once you’ve created custom dashboards to fit your reporting needs, it’s time to share them with the people who would benefit from the insights. Who should have access to each dashboard? Managers and practitioners should be able to see the same customer data, and it’s important that various departments should have access to the same mutually beneficial data.
Customer care, for example, should have access to location specific data, and they should be synced with marketing to capitalize on any upsell opportunities. And if paid advertising is looped in appropriately, they can identify audiences that may not be performing well in a particular area and target ads accordingly. You may also want to customize a dashboard for leadership to include information that’s relevant for them.
Customer experience is driven by multiple groups across the organization, so don’t just create dashboards for regional stakeholders. Collaborate, share insights, and help everyone do their jobs better, from the front lines to the C-suite.
Keep in mind that not everyone wants to log in and view the dashboards (nor is it always appropriate), but you can ensure that everyone has access to insights that are applicable to their roles.
For example, the Senior Director of Guest Experience for an east coast branch of a hotel chain may distribute a dashboard to the Director of Operations at a specific location in New York about a few negative customer experiences surrounding food and personnel in their restaurant on a specific day. That way, the dashboard is displaying only what’s directly relatable to them instead of them seeing a giant wave of big data from all over the brand’s world.
Location Intelligence is an important tool with the potential to help you attain a high level of customer satisfaction at your brick-and-mortar stores. But the power of data lies in your capacity to you use it to your advantage.
To unlock the potential of Location Intelligence, it’s critical to adopt and implement an integrated platform that allows you to share relevant data with stakeholders to improve performance. You can also challenge various departments to work together and mine the data for the purposes of ideation.
When you can capture how your customers truly feel both on and offline, the only limit to your company’s potential is your team’s creativity and imagination.
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